Social Media Marketing
to Seniors in China 2023

There is a high chance your brand is missing out on China’s largest-growing consumer group… And no, it’s not Gen Z

This group is expected to contribute to a third of China’s GDP in the next 30 years, rising from 5.9 trillion in 2021 to 106 trillion by 2050 —— they are seniors, the fastest-growing consumer group in modern China.

However, the outdated notion that seniors are reluctant to spend prevails — making this a market ripe for savvy brands to capitalize on. Little effort has been put into studying this group’s needs and behavior changes. Their potential consumer demands are a huge opportunity for those brands who start paying attention – so we made an entire “Social Media Marketing to Seniors in China” guide for you!

Seniors’ Potential on Social

30.8% of China’s 1.07 billion netizens are over 50 years old, and age isn’t slowing them down anytime soon. They are actively engaging in social media which capture most of seniors’ attention online. Most online activities seniors engage in take place on social media apps, including instant messaging, short video and news feed.

Screenshot of content on seniors' potential of spending power

Online transaction volume made by senior citizens has grown 3 times in the first 8 months of 2022 compared to 2021. In recent years, social media usage and purchasing power of seniors have increased exponentially, which inspired China social networks to modify their apps’ interfaces for senior users.

NEW! Full-text Search 🔍

🧐 What are some good WeChat articles our competitors posted in Q1?

🧐 Do our competitors still make consistent efforts on their Weibo in 2023?

🧐 Which Douyin video got the best views in the past 90 days?

🧐 Can we learn from the Kuaishou video that went viral on Women’s day?

We will tell you👇

🤓 KAWO’s Full-text Search is a competitive analysis tool built into KAWO’s Competitors, allowing users to search for competitors’ top content or content with any specific keywords. With the feature, brands like yours can better analyze competitors’ efforts on seven mainstream social media platforms in China — WeChat Official Accounts, WeChat Channels, Weibo, Douyin, Kuaishou, Xiaohongshu, and Bilibili.

What Is a Good WeChat OA Open Rate?

Many social marketers have the same questions while doing data reports: Is our content more popular than competitors? What’s the best way to measure the performance of brands’ own social media accounts?
Although there are plenty of studies and data on the overall open rate of WeChat Official Accounts (OA), specific researches on the open rate of brands’ official accounts remain missing. That’s why KAWO extracted 18 month of data from KAWO’s own database to help set a clear open rate benchmark to assist marketers in their future efforts.

1. No correlation between followers size and the open rate

It’s natural to develope open rate benchmark hypothesis like ‘smaller accounts may have higher open rates’ … which was the exact angel that we selected when first conducting our research (as shown below):

Potential correlation between followers size and open rate:
Categorize subscription and service account into Small (less than 10k followers), medium (between 10k to 100k followers) and Large (more than 100k followers) types to see corresponding average open rates.

2023 China Marketing Calendar

Managing a social media content calendar is hard enough, and it just gets more stressful when trying to keep track of all the holidays and marketing events in China.
This is why KAWO put together The Ultimate China Marketing Calendar to inspire and guide your 2023 marketing plans.

Here is Your China Marketing Calendar for 2023



New Year’s Day

SAT 21 → FRI 27 JAN

Spring Festival

SAT 28 & SUN 29 JAN

Spring Festival Make-up Days

Guide to Chinese Weibo Image Sizes 2022

Sina Weibo is a Chinese microblogging website, a hybrid between Facebook and Twitter. It is also one of the most widely used social networking platforms in China. Brands use Weibo in order to announce product releases, engage with their fans and followers, and to distribute brand relevant content.
Here we take a look at different Weibo image sizes specifically for distribution on Weibo to help you properly present your visual information:

Note: All images have a maximum file size of 5MB. JPG, GIF, or PNG.  

2022 Ultimate China Social Media Cheat Sheet

We released the “2022 Ultimate China Social Media Marketing Cheatsheet” for brands and agencies to have a better understanding of China’s social media landscape to optimize brands’ social media strategies. In the sheet, we have provided an overview of the country’s mainstream social media platforms in terms of their monthly active users (MAU), demographics, content formats, paid ad options, among other factors. 

We also have collected 6 interesting updates and trends happening with different platforms :

Internet in China: The Changing Nature of Chinese Internet Users

In our previous post we covered why the social media landscape in China is so different from the rest of the world. In this post, we will take a look at how rapid changes in Chinese economy have changed the Internet landscape – mainly because of the people accessing it.

  • How has the profile of Chinese netizens changed over the past 20 years?
  • What trends have these changes brought along for Chinese internet users?
  • What these changes mean for your China content strategy?

This content is adapted from our Ultimate Guide to China Social Media Marketing 2022. As the name suggests, this is the guide to read if social media marketing in China is on your radar. If you haven’t read it yet, here’s the link to the full guide!